Perhaps because this piece was an excerpt
of a larger work, it was most difficult to read and thoroughly understand. I
believe the authors wasted too much time explaining how complex and
unpredictable what they do is instead of getting to the point. I liked the fact
they made many references to the past and brought to light how we often think
to have developed quite uniformly across all fields of business but in fact
there is many large corporations who do not understand segmentation in depth
despite their immense financial resources, and as a result end up throwing good
money after hopeless projects. I liked the Toyota example and their approach to
selling a Prius, a car that was an electricity-combustion hybrid with less
power and acceleration that similarly priced in United States. The car came out
in the 90s, at a time when few people cared about the environmental footprint
of using cars. However, Toyota found out that there is a segment out there who
did care, and if they could be reached effectively, they would drive
significant sales, which eventually proved true and materialized.
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